“Am I impressed? That is an understatement!” – Mark Anthony Rayner

How Speciality HME doubled new CGM patient leads whilst reducing spend by 50%.

THE CHALLENGE

How to produce better results from digital advertising, and create a process to understand the true ROI from investing in PPC activities.

Speciality HME has been well established in the CGM space for many years, serving thousands of diabetes patients. Using a variety of channels to identify prospective patients and promote their services to them, digital advertising channels such as Google Search and Meta were performing poorly compared to the other channels.

Despite investing a consistent and meaningful amount of advertising budget for over 2.5 years prior, within the advertising accounts conversions and tracking were set-up poorly, meaning that the business did not know it’s true acquisition cost for a new customer, or which adverts and campaigns were working well or poorly.

Additionally, algorithm-based bidding strategies were listed as mis-configured in the campaign reporting tab, resulting in more leakage from the advertising budget. Brand and Non-Brand keywords sat in the same Ad group, making ongoing management and optimisation of ad copy difficult.

THE SOLUTION

Implement best-practice advertising account set up and campaign structure to reorganise and improve upon what went before.

In the initial phase, our main goals were to establish a more refined and segmented setup across major ad platforms like Google, Bing, and Facebook. We aimed for a cohesive messaging strategy, ensuring consistency in both ads and landing pages.

We introduced better segmentation between brand and non-brand keywords and, depending on objectives, the level of intent for each.

Diversifying ad selection was key, incorporating numerous variants tailored to different keywords and connecting them to relevant landing pages. Within this enhanced approach, we implemented split tests to thoroughly understand what resonates best with our audience, allowing us to allocate our advertising budget strategically.

Using Google Optimise we trailed targeted landing pages on selected keywords, using better non-stock images, highlighting value and trust indicators to produce a much better user-experience.

Simultaneously, we focused on generating fresh content continually to raise awareness among our primary audiences and send positive signals to major search engines, thereby enhancing rankings and driving more organic traffic.

"Somnowell Marketing transformed our digital advertising game, doubling new CGM patient leads while reducing our spend. Prior challenges with poor campaign performance and tracking led to uncertainty about acquisition costs and campaign effectiveness. After a strategic overhaul, the results are much improved.”
Jordan Soblick,
Chief Operating Officer, Specialty Medical Equipment

Industry: Healthcare, Diabetes.

Specialty Medical Equipment is a certified and accredited Medicare provider. They are one of the largest providers in the US of Diabetic Testing Supplies and Continuous Glucose Supplies.

Markets: United States

THE RESULTS

100%

Increased monthly average number of new patient leads

50%

Reduced advertising spend

75%

Landing Page conversion rate

Curious to learn more?
Book a quick exploratory
call with us.

We’ll take the time to understand your objectives and needs, and share our experience of working successfully with businesses like yours.

Curious to learn more?
Book a quick exploratory
call with us.

We’ll take the time to understand your objectives and needs, and share our experience of working successfully with businesses like yours.